Senator Josh Hawley, R-Mo., proposed legislation that gives customers a single setting to block all non-essential data collection, a measure aimed at Facebook, Google and other social media platforms. The bill aims to penalize companies that ignore the block with fines that start at $100,000.

Ryanair CMO Kenny Jacobs is making simple changes to the airline's website and app and aims to use its wealth of customer data to add personalization to the buying process. "We're using the data to give a cleaner, faster online experience and to cross and upsell," he says, noting that 95% of Ryanair's sales come through its platform, not third parties.

Shep Hyken, an expert on customer service, sees customer experience as a new kind of marketing that involves all interactions customers have with companies. Consistency, responsiveness, delivery and innovation all play a part in CX, and smart marketing chiefs will make it a focus of their overall strategy, he writes.

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Burger King's "Whopper Detour" campaign, which combined geofencing with mobile ordering and payment, rocketed the company's app from No. 686 to No. 1 and resulted in the highest restaurant foot traffic in nearly five years, writes Burger King Global CMO Fernando Machado. He calls the promotion "a turning point," saying, it points to "[a] future where creativity is only used for (and celebrated for) responding to real, tangible business and brand goals."

Virtual reality will only increase in popularity but advertisers must create VR experiences that are easily accessible and communicate brand values in a way that's entertaining, unique or emotional, Kyle Ruebsamen writes. "For VR to be an effective strategy in your marketing campaign, it has to give people a memorable experience they can't find elsewhere," he writes.

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By being a little discerning, a smart small-business owner can generate good public relations for their business without a large investment, writes Kalin Kassabov, founder and CEO of ProTexting. He offers advice on how to pitch stories to the media, write press releases, create video content and leverage Facebook and Instagram stories to drive engagement levels.

Marty Swant explores how agencies are approaching the tricky task of proving return on investment of experiential advertising to clients, including Meta's development of a bespoke platform that determines ROI value from measuring behavioral data, social data, cultural data and psychographic data. Dotdotdash employs facial recognition and heat mapping to garner insights about why consumers interact with certain experiences.

San Francisco Members! You will not want to miss our popular "Becoming a People Manager" workshop June 4, taught by Beryl Loeb. Learn best tactics for engaging in tough conversations, giving feedback, and driving innovative results. More details and tickets here.

Join us in NYC on June 13 for a half-day workshop with AVADO that teaches PR pros how to solve business problems, tell brand stories, and more using a data-driven approach. Register now as space is limited.